Email Marketing Tool

RAbraham4
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High opens, low clicks

resolver

Our email open rate is really good, way above the education industry average. However, we are getting 0 clicks. We have one email for example that had an open rate of over 70%, but 0 clicks through to the content. We have gathered that yes our subject lines must be quite attention-grabbing, but then the content of the email is not delivering. Just wondering if anyone has any advice or has experienced this before? 

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karstenkoehler
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Membro do Hall da Fama | Parceiro
Membro do Hall da Fama | Parceiro

High opens, low clicks

resolver

Hi @RAbraham4,

 

Thank you for sharing!

 

With 58 contacts and that high of an open rate, 0 clicks are a bit unusual but not out-of-this-world unusual. An average click rate is around 2% (https://mailchimp.com/de/resources/email-marketing-benchmarks/), so with 58 contacts, you could generally expect 1 click. Considering a generally higher engagement based on your high open rate, it could be around 3-4.

 

So all in all, it's unusual but doesn't seem like anything's broken.

 

In terms of optimizing your email, you could probably streamline that a bit. Here are a few thoughts:

  • Take the quote as the headline. A reader will just have read the subject line which makes the headline redundant.
  • Potentially rephrase copy. Instead of describing what the school wanted, rephrase it as a "Learn how the school: [bullet point list] - reduced administration time - increased parent engagement - [third item because people love things that come in three]"
  • CTA with sharp corners, not round ones, feels a bit more fitting to the rest of your email.
  • Resize logo at the top (smaller), check whether CTA is visible before scrolling on mobile screen.
  • Add hyperlink to a suitable phrase in the introductory paragraph, also linking to the case study.

 

Let me know if you have any follow-up questions!

Karsten Köhler
HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer

Beratungstermin mit Karsten vereinbaren

 

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karstenkoehler
Membro do Hall da Fama | Parceiro
Membro do Hall da Fama | Parceiro

High opens, low clicks

resolver

Hi @RAbraham4,

 

Could you share a few more details?

  • What's the recipient list count, how many contacts were sent the email?
  • Could you maybe share a screenshot of the email?

 

There are of course general tips on how to optimize the click-through-rate, see here: https://blog.hubspot.com/blog/tabid/6307/bid/34132/how-to-improve-email-clickthrough-rate-by-583.asp...

 

If you'd like more specific advice, please provide as many details as you can.

 

Best regards!

Karsten Köhler
HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer

Beratungstermin mit Karsten vereinbaren

 

Did my post help answer your query? Help the community by marking it as a solution.

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RAbraham4
Participante

High opens, low clicks

resolver

Hi Karsten,

 

The recipient list for this example was small with just 58 contacts. 74.14% open rate and 0% click rate. From our experience targeting education/teachers the smaller email the better, but still not seeing the clicks through to the case study. Subject line was CASE STUDY: Westlands primary school kentSubject line was CASE STUDY: Westlands primary school kent

 

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karstenkoehler
Solução
Membro do Hall da Fama | Parceiro
Membro do Hall da Fama | Parceiro

High opens, low clicks

resolver

Hi @RAbraham4,

 

Thank you for sharing!

 

With 58 contacts and that high of an open rate, 0 clicks are a bit unusual but not out-of-this-world unusual. An average click rate is around 2% (https://mailchimp.com/de/resources/email-marketing-benchmarks/), so with 58 contacts, you could generally expect 1 click. Considering a generally higher engagement based on your high open rate, it could be around 3-4.

 

So all in all, it's unusual but doesn't seem like anything's broken.

 

In terms of optimizing your email, you could probably streamline that a bit. Here are a few thoughts:

  • Take the quote as the headline. A reader will just have read the subject line which makes the headline redundant.
  • Potentially rephrase copy. Instead of describing what the school wanted, rephrase it as a "Learn how the school: [bullet point list] - reduced administration time - increased parent engagement - [third item because people love things that come in three]"
  • CTA with sharp corners, not round ones, feels a bit more fitting to the rest of your email.
  • Resize logo at the top (smaller), check whether CTA is visible before scrolling on mobile screen.
  • Add hyperlink to a suitable phrase in the introductory paragraph, also linking to the case study.

 

Let me know if you have any follow-up questions!

Karsten Köhler
HubSpot Freelancer | RevOps & CRM Consultant | Community Hall of Famer

Beratungstermin mit Karsten vereinbaren

 

Did my post help answer your query? Help the community by marking it as a solution.

RAbraham4
Participante

High opens, low clicks

resolver

Thank you Karsten all great suggestions! 

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